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Domino’s introduces ten varieties of pizza in veg & non-veg categories
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Saturday, 28 June, 2014, 08 : 00 AM [IST]
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Our Bureau, Bengaluru
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fiogf49gjkf0d Jubilant Foods’ Domino’s has increased its range of pizzas with ten varieties in the vegetarian and non-vegetarian segments with no increase in rates.
The vegetarian pizzas included Veg Hawaiian Delight; Spicy Triple Tango; Veggie Paradise, Cloud 9 and Chef’s Veg Wonder.
The non-vegetarian variants were Chicken Salami Special; Chicken Hawaiian Twist; Chef’s Chicken Choice, Seventh Heaven and the Chicken Dominator.
The new versions are priced at the same rates as that of regular, medium and large classic hand-tossed pizzas in the existing categories.
The range would be available in all existing crusts, covering Classic Hand-Tossed; Thin Crust, Fresh Pan and Cheese Burst across all sizes.
Commenting on the new campaign for the refreshed menu, Harneet Singh Rajpal, vice-president, marketing, Domino’s Pizza India, said, “The company had been experimental in terms of consumers’ taste preferences with new crusts and desserts with no changes to our pizza combination offerings.”
“This is after a very long time that we are using new toppings and combinations to launch ten new pizzas. The objective is to refresh the pizza menu offering, and make it more exciting for our consumers to continue enjoying Domino’s Pizzas,” he added.
“Adding new pizzas to the menu serves as a trigger for consumers to find more moments to eat out. We are confident that this complete refresh of our menu would be a hit,” he added.
Domino’s wanted to highlight the its new pizza range in a series of television commercials.
The communication was designed around the names of these exotic pizzas for better recall. The three TVC are centred around the name of these pizzas and topping combinations.
Jubilant FoodWorks, a part of the Jubilant Bhartia group, is one of India’s largest food service companies, with a network of 749 Domino’s Pizza restaurants across 152 cities. Domino’s Pizza operates in India and Sri Lanka.
As per a Euro Monitor report, Domino’s is a market leader in the organized pizza market, with a 67 per cent market share in India.
The company also has exclusive rights to develop and operate Dunkin’ Donuts restaurants for India, and has launched 29 Dunkin’ Donuts restaurants across 10 cities in India.
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